{"id":19534,"date":"2018-11-10T09:56:34","date_gmt":"2018-11-10T13:56:34","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?page_id=19534"},"modified":"2022-12-24T12:53:25","modified_gmt":"2022-12-24T16:53:25","slug":"how-to-craft-a-great-story","status":"publish","type":"page","link":"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/corporate-storytelling\/how-to-craft-a-great-story\/","title":{"rendered":"How to craft a great story"},"content":{"rendered":"<h2>Find the narrative arc<\/h2>\n<figure id=\"attachment_31389\" aria-describedby=\"caption-attachment-31389\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31389\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/corporate-storytelling\/how-to-craft-a-great-story\/how-to-craft-a-great-story-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-craft-a-great-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;From inciting incident to turning point to rising action, here\u2019s how to organize the parts of a story to craft a great chronological narrative. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hand-drawing-blank-diagram-isolated-on-214063948&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image from NPeter&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png\" alt=\"How to craft a great story\" title=\"How to craft a great story\" width=\"450\" height=\"300\" class=\"size-full wp-image-31389 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31389\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/corporate-storytelling\/how-to-craft-a-great-story\/how-to-craft-a-great-story-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-craft-a-great-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;From inciting incident to turning point to rising action, here\u2019s how to organize the parts of a story to craft a great chronological narrative. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hand-drawing-blank-diagram-isolated-on-214063948&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image from NPeter&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png\" alt=\"How to craft a great story\" title=\"How to craft a great story\" width=\"450\" height=\"300\" class=\"size-full wp-image-31389\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/12\/how-to-craft-a-great-story-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31389\" class=\"wp-caption-text\">From inciting incident to turning point to rising action, here\u2019s how to organize the parts of a story to craft a great chronological narrative. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/hand-drawing-blank-diagram-isolated-on-214063948\" rel=\"noopener\" target=\"_blank\"><em>Image from NPeter<\/em><\/a><\/figcaption><\/figure>\n<table class=\"indextable\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"5px\" align=\"left\">\n<tbody>\n<tr>\n<td colspan=\"2\">\n<h3 class=\"indextableheader\">Choose chronological structure<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2019\/01\/storytelling-structure\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full lazyload\" title=\"Storytelling structure: Use chronology\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/storytelling-structure-use-chronology-150.png\" alt=\"Storytelling structure: Use chronology\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full\" title=\"Storytelling structure: Use chronology\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/storytelling-structure-use-chronology-150.png\" alt=\"Storytelling structure: Use chronology\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"Storytelling structure: Use chronology\" href=\"https:\/\/www.wyliecomm.com\/2019\/01\/storytelling-structure\/\" target=\"\" rel=\"noopener\">Storytelling structure: Use chronology<\/a><\/p>\n<p class=\"index-story-deck\">Transform real-life events into narrative arcs with this storytelling template<\/p>\n<p class=\"index-story-intro\">Tick-tock: How do you organize a short story? Use time. For the best nonfiction narrative, move the reader from the inciting incident to rising action to resolution and, finally, to denouement. And with this storytelling template, you\u2019re three steps away from a great story.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">\n<hr \/>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2017\/05\/craft-an-anecdote\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft lazyload\" title=\"Numbers count in benefits headlines\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/a-bear%E2%80%99s-tale-sStorytelling-structure-in-action-150.png\" alt=\"Numbers count in benefits headlines\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft\" title=\"Numbers count in benefits headlines\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/a-bear%E2%80%99s-tale-sStorytelling-structure-in-action-150.png\" alt=\"Numbers count in benefits headlines\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"A bear\u2019s tale: Storytelling structure in action\" href=\"https:\/\/www.wyliecomm.com\/2017\/05\/craft-an-anecdote\/\" target=\"\" rel=\"noopener\">A bear\u2019s tale: Storytelling structure in action<\/a><\/p>\n<p class=\"index-story-deck\">3 steps to a good story<\/p>\n<p class=\"index-story-intro\">Tell me a story: How can you make the most of your best business stories? Fortunately, great storytelling is as easy as 1-2-3. Here\u2019s how to turn facts that tell into stories that sell, in this rewrite of one of my favorite corporate stories \u2026<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"indextable\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"5px\" align=\"left\">\n<tbody>\n<tr>\n<td colspan=\"2\">\n<h3 class=\"indextableheader\">Begin in the middle<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2015\/10\/begin-in-the-middle\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full lazyload\" title=\"Begin in the middle for good story structure\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/begin-in-the-middle-for-good-story-structure-150.png\" alt=\"Begin in the middle for good story structure\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full\" title=\"Begin in the middle for good story structure\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/begin-in-the-middle-for-good-story-structure-150.png\" alt=\"Begin in the middle for good story structure\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"Begin in the middle for good story structure\" href=\"https:\/\/www.wyliecomm.com\/2015\/10\/begin-in-the-middle\/\" target=\"\" rel=\"noopener\">Begin in the middle for good story structure<\/a><\/p>\n<p class=\"index-story-deck\">Start your story in\u00a0<em>medias res<\/em><\/p>\n<p class=\"index-story-intro\">Kick-start your story: You remember learning about in<em>\u00a0medias res<\/em>\u00a0(classical Latin for \u201cinto the middle things\u201d) in college. That\u2019s where you open your story in the midst of the action. Here\u2019s a great example, from\u00a0<em>The New York Times Magazine<\/em>.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">\n<hr \/>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2013\/07\/start-with-the-snake\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft lazyload\" title=\"Start with the snake in storytelling structure\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/start-with-the-snake-in-storytelling-structure-150.png\" alt=\"Start with the snake in storytelling structure\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft\" title=\"Start with the snake in storytelling structure\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/start-with-the-snake-in-storytelling-structure-150.png\" alt=\"Start with the snake in storytelling structure\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"Start with the snake in storytelling structure\" href=\"https:\/\/www.wyliecomm.com\/2013\/07\/start-with-the-snake\/\" target=\"\" rel=\"noopener\">Start with the snake in storytelling structure<\/a><\/p>\n<p class=\"index-story-deck\">Find the inciting incident<\/p>\n<p class=\"index-story-intro\">Snakes alive: Begin your story with the inciting incident \u2014 the conflict that launches the action and moves your subject to act. To do so, find the desk-pounding moment, begin as close to the action as possible and skip the background information.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"indextable\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"5px\" align=\"left\">\n<tbody>\n<tr>\n<td colspan=\"2\">\n<h3 class=\"indextableheader\">End with a bang<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2013\/09\/punch-out-your-punch-line\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full lazyload\" title=\"All\u2019s well that ends in storytelling structure\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/all%E2%80%99s-well-that-ends-in-storytelling-structure-150.png\" alt=\"All\u2019s well that ends in storytelling structure\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full\" title=\"All\u2019s well that ends in storytelling structure\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/02\/all%E2%80%99s-well-that-ends-in-storytelling-structure-150.png\" alt=\"All\u2019s well that ends in storytelling structure\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"All\u2019s well that ends in storytelling structure\" href=\"https:\/\/www.wyliecomm.com\/2013\/09\/punch-out-your-punch-line\/\" target=\"\" rel=\"noopener\">All\u2019s well that ends in storytelling structure<\/a><\/p>\n<p class=\"index-story-deck\">Punch out your punch line<\/p>\n<p class=\"index-story-intro\">Means to an end: What\u2019s the secret to writing the last line of a story? Here\u2019s how Hallmark\u2019s late, great Gordon MacKenzie did it in a parable in\u00a0<em>Orbiting the Giant Hairball<\/em>, his delightful tome on corporate creativity. (Edited, it must be said, by yours truly!).<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"indextable\" border=\"0\" cellspacing=\"0\" cellpadding=\"5px\" align=\"left\">\n<tbody>\n<tr>\n<td colspan=\"2\">\n<h3 class=\"indextableheader\">More on storytelling structure<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td width=\"27%\"><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/corporate-storytelling\/how-to-craft-a-great-story\/quotes-on-storytelling-structure\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-41019 size-full lazyload\" title=\"Quotes on storytelling structure\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/quotes-150.png\" alt=\"Quotes on storytelling structure\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-41019 size-full\" title=\"Quotes on storytelling structure\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/quotes-150.png\" alt=\"Quotes on storytelling structure\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td width=\"73%\">\n<p class=\"index-story-headline\"><a title=\"Quotes on storytelling structure\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/corporate-storytelling\/how-to-craft-a-great-story\/quotes-on-storytelling-structure\/\" target=\"\" rel=\"noopener\">Quotes on storytelling structure<\/a><\/p>\n<p class=\"index-story-deck\">What writers and others say<\/p>\n<p class=\"index-story-intro\">Find out what Aristotle, Willa Cather, Robert Cialdini, Ira Glass, David Mamet, Kurt Vonnegut, Oprah Winfrey and others say about storytelling structure.\n<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Find the narrative arc Choose chronological structure Storytelling structure: Use chronology Transform real-life events into narrative arcs with this storytelling template Tick-tock: How do you organize a short story? Use time. For the best nonfiction narrative, move the reader from the inciting incident to rising action to resolution and, finally, to denouement. And with this [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":31389,"parent":3989,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"class_list":{"0":"post-19534","1":"page","2":"type-page","3":"status-publish","4":"has-post-thumbnail","6":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to craft a great story<\/title>\n<meta name=\"description\" content=\"Build your narrative arc: From inciting incident to turning point to rising action, here\u2019s how to organize the parts of a story to craft a great chronological narrative.\" \/>\n<meta name=\"robots\" content=\"index, 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